To be honest, I wouldn’t want to be in the US AIRWAYS PR team right now because no apology or taking down the picture will fix this.

You have to be very creative and strategic on how to respond to a crisis like this. That is why I always say that every PR team must have a crisis communication plan handy to respond to situations like these without any delay.

They tweeted an apology saying that they are investigating the case. It’s been more than an hour and we are still waiting to hear from them. They are obviously failing their Crisis Communication 101 and to be fair, if I were on their team, I wouldn’t know what to say in reaction to this tweet.